本文個案J&J公司，從事紡織染整用染料與助劑，為進出口貿易業務的中小企業，除自創品牌委託中國製造商代工生產染料，並代理國外染整助劑知名品牌Microband、Tanatex等。經過多年深耕台灣佈局中國，成為台灣染料供應商前幾大指標公司。近年遭逢染料產業供應鏈生態劇變，對生態紡織品的要求，與越南即將加入跨太平洋夥伴協定（TPP），陸續對台灣紡織業產生影響，傳統染料銷售的個案公司，面臨市場嚴峻的考驗。本論文以個案撰寫，陳述個案公司藉由創業家精神，成功立足台灣，並因為市場環境劇變，重新制定創新的商業模式，讓公司持續往成為亞太區最佳染整工藝解決方案提供者的願景邁進。本論文包含個案內容與教學指引兩部分，研究者希望將長期累積之實務經驗與理論結合，輔以案例說明，探討創業家精神與商業模式，企業領導者面臨類似狀況時，可以得到啟發進而找出方法解決問題。

J&J is a mid-sized international trading company that specializes in trading colorant, auxiliaries and services for textile industries. In addition to its own brand which is manufactured by OEM in China, J&J is also an authorized distributor for well-known brands such as Microban and Tanatex. It has established its footprints in China and Taiwan and has become part of the few top colorant suppliers after many years of hard work in this market. The changes in the supply chain of colorant industry in recent years has significantly affected the way Taiwan textile industry used to operate, especially the following shift in the OKEO requirement and also the TPP joining of Vietnam. With this change, traditional colorant dealers currently face severe challenges. This thesis is written on the basis of a case study, which describes companies that established their footprint with entrepreneurship redesigned for the business models in response to market changes. By redesigning the business model, the firm is able to progress to their goal of being the best service provider in textile industry. The thesis includes case context and teaching guidance, aiming to combine practical experience and theory, along with the case study in this research in order to provide solutions and inspiration to business leaders when facing similar problems.

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